Who Can Laugh Last? Sports Brand Marketing Decision 2008

With the approaching of the 2008 Beijing Olympic Games, the enthusiasm of the national sports movement has been unprecedentedly high, and the sports industry has been speeding up. The movement is becoming a popular way of leisure.

This is a great opportunity for every sports brand.

Insiders believe that the Beijing Olympic Games will become a sports brand "Longmen".

If the jump is successful, the enterprise will fly to the sky to achieve leapfrog growth; on the contrary, it will not escape the fate of the things in the pool.

Reporters recently visited the sports consumer goods market, and found that the one or two and three line sports brands differ greatly in their marketing strategies.

As for who can laugh last, we can only wait and see.

Sponsoring top brands of Olympic Games and launching Olympic gamble

Sports sponsorship has always been the most effective marketing tool for sports brands. However, because of the high cost, the sponsorship of important events that attract hundreds of millions of eyeballs has been firmly controlled by international brands.

After paying huge sponsorship fees, Adidas defeated its competitors and became Beijing Olympic partners in one fell swoop.

At present, Adidas's series of Olympic theme ads? With Hu Jia, Zheng Zhi, Sui Feifei and the Chinese women's volleyball team as the protagonist "together 2008, is impossible", not only appeared frequently in the television station, but also covered the subway in Beijing, Shanghai and other cities.

One of the advertisements depicts Chinese manpower as a native athlete, which has impressed many people.

In July 5th, Adidas opened the world's first brand center store in the golden section of Sanlitun bar street, Beijing.

The 3300 square meter space is said to be the largest Adidas store in the world, which includes all the new brands of Adidas and its three leaf clover and Y-3. Among them, the most noticeable is that Adidas's sneakers designed for the Beijing Olympic Games, "Made for Beijing", make every Chinese feel excited.

Obviously, the German company, which has been lagging behind the US Nike in China, hopes to end the role of a pursuer in 2008 and find the first feeling.

Compared with Adidas, Nike is not the official partner of the Beijing Olympic Games, but Nike is also indispensable in the Olympic Games.

In fact, Nike has not only collected the hottest candidates of Liu Xiang, Yi Jianlian and other Olympic Games, but also sponsored 22 Chinese sports teams in 28 major events.

This means that when these sports teams are going to compete in Nike sportswear,

It seems that as the Olympic curtain is about to open, the contest between the two top international sports brands will become increasingly fierce.

Another way to share the Olympic feast

There are only one official sponsor of Olympic Games in China's sporting goods industry, but there are countless brands of sports that are active on the Olympic marketing stage.

When Adidas took the exclusive sponsorship power, many powerful companies chose the "curve saving the country" and realized their close contact with the Olympic Games.

In May 22nd, the Li Ning Co was certified by the Beijing State Sports Goods Quality Certification Center and became the first sporting goods organization in China to get sports wear products certification.

This undoubtedly allows Li Ning Co to support the Chinese shooting, diving, gymnastics and other national teams when they compete with each other.

In addition to sponsoring 4 Chinese national sports teams, Lining also sponsored Sweden and Spain two Olympic delegations, as well as Sultan national track and field team, Argentina national basketball team and so on.

At that time, these foreign athletes will appear in the Olympic Stadium wearing Lining sportswear and award dress.

Like Lining, Hongxing Erke's Olympic marketing bet on two items, one is the performance of the Korean national team, the other is whether the 48 kilogram weightlifting Chinese women weightlifting team can win the first gold medal of this Olympic Games.

Kang Tai signed a contract with the Lithuania Olympic Committee.

PEAK group, a sponsor of the Iraqi Olympic delegation, will provide all the sports equipment and the full cost of the Olympic Games for the Olympic delegation of Beijing.

Lu You sponsored the Tajikistan national team to take part in the Beijing Olympic Games.

XTEP signed a cooperation agreement with Belarus's ambassador to China and officially became the exclusive sponsor of the Belarus Olympic team's award equipment.

It can be imagined that when many overseas athletes dressed in Chinese sports brand appeared on the athletic field, people felt the rise and strength of the Chinese sports brand.

Outdoor brand OZARK, by sponsoring the Olympic torch Mount Everest's down jacket, tents and other equipment, to show the professional performance of their products.

Yuan Ying, the media leader of the company, told reporters: "the equipment that can be used in the harsh environment of more than 8000 meters in Mount Everest has been verified professionally."

Olympic marketing after betting against the edge

Although the Olympic Games are regarded as the best stage for sports brands, many enterprises are planning to launch "Post Olympic marketing" in order to prevent their promotion activities from being overwhelmed by the numerous Olympic marketing. That is to say, large-scale brand promotion investment will be carried out after the Olympic Games to highlight the maximization of the effect.

In the near future, Cai Jianlei, general manager of sporting goods limited, said that its planning for the Olympic Games will put more resources and energy behind the Olympic Games.

"We are going to look for another Olympic champion after the Beijing Olympics."

Cai Jianlei believes that it will be more accurate and effective to find another spokesperson after the Olympic Games, and there will be more articles to do.

Chinleck also tends to be more aggressive.

Yao Hui, director of marketing, said that in the face of the current rush of Olympic express, he will not follow up, but will choose to attack again after the Olympic Games.

He believes that the Olympic Games bring great opportunities to the sporting goods industry, but at the same time, it has attracted unprecedented fierce competition. These competitions are not only from domestic counterparts, but also from international brands.

When local brands choose to compete, they have to invest more money than usual. The effect is not necessarily obvious.

The relevant people of del Hui sporting goods Co., Ltd. also expressed similar views.

He believes that the Olympic Games are universal for the domestic market. In addition to the competition among domestic brands, the major international brands of various industries have invested heavily in this period. The investment of enterprises at this time is not big enough, and the bright spots are not distinctive enough. Finally, it will inevitably be pushed by the brand.